A unit of interaction designers
It all began in 2008 with a couple of freelance interaction designers who found themselves overwhelmed with more work than they could handle. The birth of UNITiD was a fact, and a 'UNIT of Interaction Designers' had come together, marking the emergence of a new niche in the digital product design market. Collaborating with specialized partners for visual design and development. Unfortunately, this collaboration didn't meet all expectations, leading to an expansion of the proposition to 'full design.' With visual designers now in-house, the brand underwent its first visual refresh.
The world is changing, and so are we
However, alongside the evolution in design offerings, there were shifts in client demands and market trends. UNITiD increasingly found itself asked to assist in validating and testing new products through strategic sessions, research, explorations, prototyping, and even designing associated new product identities. The expansion into these diverse disciplines and propositions no longer felt aligned with a brand explicitly focused on interaction design. It was time for a rebranding.
We guide our clients
Many of the inquiries UNITiD received revolved around launching a new digital product, innovating, or significantly renewing an existing successful product. Moreover, they were increasingly helping clients better organize and establish in-house design. None of this was done in isolation within our office; it was always a collaborative effort with the client. We guided them, provided direction, and did it together. Reflecting on this inspired and directed the new brand direction.
The new UNITiD is Hike One
After overcoming numerous challenges and reviewing many concept versions, we finally arrived at a direction and story that resonated with all of us, providing enough flexibility for an ever-changing market. Hike One was born.
Energetic, curious, adventurous, and exploratory, much like our team, the inspiration for our new identity came from the world of mountain and hiking sports. With Hike One, we guide our clients in the right direction, towards the summit and beyond, navigating them through rugged and unpredictable terrain. Equipped with the right experience, tools, and methods, we know how to handle unforeseen setbacks or situations. We are experienced with that "hike," but for our clients, it's often their first time – the number One, so to speak. And thus, Hike One.
An energetic visual direction that guides you
For the visual direction, we embraced the diversity and energy of our team in terms of color use, incorporating way-finding in mountain sports as the visual language for illustrations, shapes, and the logo. But the work had only just begun.
All our communication materials needed a rebrand. We started relatively small with a few social media posts and the sales deck. Once these were satisfactory, we proceeded with the website and all conceivable materials, from banners and social media posts to cups and hats. Along the way, the brand guidelines took shape, serving as the backbone for the brand identity, containing all the rules and guidelines for future communications.
My role and accountabilities
Creative Director
Creation and facilitation of naming workshops
Market and client research lead
Creative and Art Direction
Team motivation and inspiration
Stakeholder management
Brand name registration
Product Owner website redesign